Overview and Goodbye for Now

Gary L. Frazier ()

Chapter 11 in Marketing and Channel Management for Low Brand Equity Firms, 2026, pp 163-173 from Springer

Abstract: Abstract This chapter summarizes the principles of the book. The seven marketing principles are discussed, the first three being most important. The fourteen channel management principles are underscored, with the first two carrying the most weight. Firms following the prescriptions and the next future steps will attain high brand equity. Finally, how large, multinational corporations can make use of the principles in correcting weak brand strength in certain global regions is advanced as well.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-032-19112-0_11

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DOI: 10.1007/978-3-032-19112-0_11

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